anvesha ppt
TRANSCRIPT
Made Easy!!
- Anvesha Poswalia
I am not exactly AdWords...
I am not exactly email marketing…
What are Gmail Sponsored Ads?
• A way of targeting users based on their Gmail account activity.
• GSP is a unique ad type that shows up only in personal Gmail boxes (it does not show in Google business apps email boxes) in the promotions tab.
GSP Ad Formats
Collapsed, teaser ad
Expandable ad format
Ad comprises of 2 parts
There are no additional costs should the user click the expanded ad and visit an advertiser’s site or take any other action within the expanded ad unit.
Targeting Options in GSP
Age/Gender
Geography/Language
Device
Topics/Affinity
Contextual
Domain
Customer Match
Why use GSP?
Build Awareness
Influence consideration
Drive sales
Grow loyalty & retention
Who should use GSP’s?
For advertisers going after leads and those
whose conversion goal is a free trial or
freemium model
For e-commerce sites where users order many times during their lifetime, GSP
can be great for driving incremental revenue from your current customer
base
GSP can also be a source of new
customer acquisition for e-commerce
Strategy & ApproachNew Users
• Exclude own domain• Try including a special
offer or discount
Re-engaging existing customers
• Target your own domain• Incentive to come back to
the site and purchase
Competitor domain targeting
• Target core competitors’ domains
• Use ads with special offers/discounts/USPs
Ad Scheduling
• Email open rates on mobile peak during commuting periods and lunch time
Keywords
• Adopt both a broad and granular keyword strategy, and split these out into separate campaigns.
• Eg. Go broad with terms such as ‘housing’ & refine down to ‘house type’, ‘house location’ etc.
Language
• Use colloquial and more casual keywords
• Eg. instead of ‘clothing’, target ‘fashion’.
Metrics to track in GSP
• How many users saved/forwaded your ad• Reflection of interest generated through
your ad
Gmail Saves & Forwards
• Important to track final conversions• Could be comparatively low as this would
be the second action on the ad
Gmail clicks to website
• Cost per click to expand your ad, rather than the cost per click to your websiteCost per click
Metrics to track in GSP
The Power of Video Marketing
• Video is the fastest growing form of ad format (source: Insivia)
Video Advertising Trends
• Viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text. (source: Insivia)
Communication Effectiveness
• 52 percent of consumers say that watching product videos makes them more confident in online purchase decisions. (source: Invodo)
Buying Decision
• Animated explainer videos increase conversion rates by 20%. (source: Unbounce)Conversion Rates
400 Hours Of Video Per Minute
One-Third of the World on YouTube
Half of YouTube’s Viewers Are on Mobile
Average of 40 Minute SessionsIn 2007 YouTube used as much
bandwidth as the whole Internet did in 2000
In 2006, YouTube was losing money at a rate of $500,000 a
month. Google turned that around when they saw its huge advertising potential.
YouTube has empowered freedom of speech in many
countries, but it has also been blocked in four countries, China, Iran, Pakistan and
Turkmenistan.
YouTube Bytes
Skippable In – Stream Video Ads
TrueView in-stream skippableads play your ad before or during another video from a YouTube partner.
After 5 seconds, the viewer has an option to skip the ad.
You pay when a viewer watches 30 seconds of your video or engages with your video, whichever comes first.
Skippable In – Stream Video Ad Strategies
• Since you pay the same amount whether the viewer watches 30 seconds or the whole extended video, you can get more exposure for the same price.
• When creating Pre-Roll ads you need to design your video for a YouTube setting – They are not commercials!
• YouTube pre-roll is a top of the funnel type of digital marketing, used mainly to raise awareness and partly to drive website traffic. It can also be used for lead generation.
Non Skippable In – Stream Video Ads
Non-skippable in-stream ads are video ads that may appear pre-, mid-, or post-roll while viewing partner content.
The viewer has an option to skip the ad.
They can be up to 15-20 seconds long and viewers must watch the ad before they're able to watch the selected video.
While non-skippable in-stream ads may generate higher revenue than other ad formats, they also have a higher abandonment rate. Enabling this ad format across your videos can lead to lower video views and watch time.
In – Display Video Ads
These are ads that are shown in the search listings, related videos section or as video overlays.
You’ll be charged only when viewers choose to watch your ad by clicking a thumbnail.
In – Display Video Ad Strategies
If you want to quickly find some popular keywords that are related to your offering, do a search on YouTube.
Types of Metrics to Track• Views• View Rate• Cost per view
Core Performance
• Clicks• Click through rateClick Performance
• Engagement • Engagement Rate
Engagement Performance
• Video played to 25%, 50%, 75%, 100%Video Viewership
• Earned Views, Subscribers, Playlist Additions, Likes, SharesEarned Actions
• Keep it short (60 seconds to three minutes max)
• Make them feel the pain points of the problem you solve and then inspire them with the benefits of your product or service
• Don’t make the kind of commercial that people think of as commercials
• Do something interesting and different. Copy structure but not content
How to make effective video ads
Latest Features Introduced in YouTube Ads
Content creators can insert cards for merchandise sales, fundraising efforts, other videos, YouTube playlists, web links, etc.
1. TrueView Cards
Latest Features Introduced in YouTube Ads
Allows you to showcase product details and images – along with the ability to click to purchase from a brand or retail site – all within your video ad.
2. TrueView for Shopping
